Earlier quoted context omitted.
>>> it provides a good customer experience: good prices Amazon had not offered better prices than the main brick-and-mortar shops for a long long time. Try comparing the items you see in shops with the same on Amazon and be Amazed. The best are small household items. Sellers buy from Ikea and resell on Amazon. Sometimes customers find out and they post reviews you can imagine, "OMG this is the £4 cutlery pack from Ik…
Huh? AmazonBasics cabling is significantly cheaper than Best Buy's white label brand Insignia 99% of the time.
That seems to be why so many retailers have switched to “discount in the cart” models.